Ban on harmful gender stereotypes in ads comes into force
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CAP’s (Committees of Advertising Practice) new rule banning harmful gender stereotypes in ads has come into force.
The new rule in the Advertising Codes, which will apply to broadcast and non-broadcast media (including online and social media), states:
“[Advertisements] must not include gender stereotypes that are likely to cause harm, or serious or widespread offence.”
This change follows a review of gender stereotyping in ads by the Advertising Standards Authority (ASA) – the body that administers the UK Advertising Codes. The review found evidence suggesting that harmful stereotypes can restrict the choices, aspirations and opportunities of children, young people and adults and these stereotypes can be reinforced by some advertising, which plays a part in unequal gender outcomes.
Following the review, CAP consulted publicly on specific proposals to ban harmful gender stereotypes in ads, underpinned by the evidence collected by the ASA. The proposed restrictions were supported b...
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